Field days still prove their value as industry, communities reap economic, social rewards

Last year Australia’s biggest field day event turned 50 years old. A milestone for anyone, but a really significant achievement in this case given how hard it is to get events, festivals and the like up and running to begin with, but then maintain them year in, year out. However, field days have always been important to Australia’s agriculture industry and the longevity of the likes of AgQuip, and other big field days, are testament to this.

As time moves on though, the questions are inevitable: does the traditional field day format still serve farmers, exhibitors and the industry? In this day and age of always evolving technology, innovation and communication channels, are there better ways of bringing products and services aimed at farming businesses to that audience? These are relevant questions and need to be asked. Big events like field days, concerts and festivals should take stock every so often to consider what they’re doing, their audience and potentially changing expectations, and if there are better ways of doing things.

In the case of field days, I think the format remains very relevant and the crowds that have visited the likes of AgQuip and FarmFest, and the Dowerin and Henty events, this year shows the interest is still there from their primary audience, who still see value in going somewhere where they can touch and feel the product, and speak face-to-face with experts in the field. A good test of this current field day model were the pandemic lockdowns, when organisers were forced to pivot and instead of a physical field day, ‘virtual’ events were staged.

While this was an initiative to be applauded given the circumstances, it seems they probably didn’t have the same appeal for both exhibitors and farmers given they all reverted back to a face-to-face event when the Covid restrictions were lifted. I live near the AgQuip field days and can tell you they are still much-anticipated by not only farmers, but town- and city-dwellers as well. There’s also the important boost to the local economy, with motels, hospitality venues and retailers enjoying the spoils of a visitor boom.

For farmers, going along to a field day is a chance to speak with experts on the ground, or if they’re in the market for a new piece of equipment they can get a close look, talk to product specialists and maybe even get a bit of a deal. There’s also the many new products that exhibitors often choose to launch from the platform of such a high-profile event.

Equally significant though is that break away from the farm, catching up with friends and acquaintances who they may only see from one field day to the next, and just enjoying a good day out. Field days have become an important component of the social fabric of rural and regional communities, strengthening that sense of ‘community’ at a time when feelings of isolation and loneliness are rising due to the likes of the hangover from pandemic restrictions and increasing reliance on social media.

So, when we’re looking at the value of these events in 2024, and beyond, I think the relevance is still very much there. Could formats be tweaked or added to? No doubt, in an effort to evolve along with changing expectations and fulfill the need to keep younger generations engaged and enthusiastic about attending. But that core appeal still remains and the showcasing of our industry at its best, which is at the heart of every field day, is something to be celebrated, cherished and nurtured.